Less Printing, More Words

As I have mentioned I am no marketing maven, but as a provider of print and digital communications I have been much more aware of how people communicate with words.

Contrary to fifty years ago, there is a pervasive shift to delivering information in shorter and shorter bites, whether or spoken or written, and the explosion of media methods to deliver news and information means that we are hearing/seeing more information everyday than our parents were probably exposed to in a week.  And I am not even seeing/listening to most of it.  My kids are exposed to more channels than I am with Twitter and text messages and regular focus on the screens of their mobile devices.

But there are inherent problems in communicating without printed reference – we plain old don’t remember more than about 20% of what we hear once.  And it is hard to go “look up” something that didn’t appear in print.  Enter the Internet solution – one can search for more information on something that is only vaguely remembered!

And what about advertising in retail?  Gone are the days when adults lolled over the newspaper ads while drinking their morning coffee.  Again, fifty years ago, store fronts carried mannequins displaying clothing and samples of hard goods for sale in the store.  But without print advertising to draw customers to the store to “see” the displays what you find is that more and more store displays contain printed material – banners, sale information, product brand names and logos.  And, in recent months, more and more QR codes to direct shoppers to the Internet to get more information on products and offerings.

More print, but less printing.  Banners on lamp posts, signage on storefronts and building walls, scrolling news on flat screens in elevators . . . and an explosion in electronic devices that let you “find” and read the more printing.  Our challenge is harness what we know about producing that printing for our clients and getting it into the new mainstream!

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Who Writes the Encyclopedia?

I know that this dates me, but as an early adopter of a home computer (late 1980s – Prodigy!) I was intrigued by the first CD Encyclopedia that I bought.  Instead of the World Books on the shelf here was everything on disks – with moving pictures and sound to boot!  But I realized that the articles were all shorter, and geared towards a shorter attention span than I remembered from researching topics when I was a student.  After a time I began to kind of resent the editing that made all this information compact and easy to consume – kind of like fast food.  I decided that digital – and eventually Internet – compilations of information were convenient but not the only way to access information.

When I tried to find a taker for my World Book series of encyclopedias two summers ago I was horrified to find that NO ONE (not schools, not shelters, not libraries) was interested in having such an obsolete print edition of data.  Internet publishing has virtually eliminated print editions of encyclopedic data.  And, beyond that, Wikipedia has pretty much replaced professionally written and edited copy.  It is the “world as writer” approach to encyclopedias (twenty-first century version of the million monkeys on a million typewriters).  When people need random bits of information today then need it to be easy to access and they want it quickly.

I guess that what I miss is the experience of digging around for information.  I realize that part of my education was the act of searching for answers and, in the process, learning things that I might not have ever found any other way.  I don’t know that it is quantitatively better or worse, but it certainly is different.  The way in which the information is delivered has materially changed the way in which we receive it – quickly, written in easy to understand language, and filtered by what we enter into the search engine.

With my age showing, again, I confess that I worry that the faceless “world as writers” effectively edits what we find when we search for information.  If Microsoft and Google and “others” control all the data on the Internet they do, by extension, determine what it is we will find when we use the fast and free tools at our disposal.  That makes the case for not relying exclusively on this fast food approach to gathering information. 

Printed road maps are almost extinct, replaced by GPS and Smart Phones with real time traffic mapping.  Bound printed Encyclopedias are really only used for flower pressing.  But the need for the information doesn’t change even though the distribution of the printed communication is changing.

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Loop Welcoming Home Grown Business

I understand the City’s desire to attract high profile out of town tenants to take up residence in our downtown area – good economics, great transportation, improved visibility for the tenant, etc.  But as we all know many of these attraction campaigns can result in tax breaks and other concessions.

I heartily subscribe to the exciting reality of our OWN home grown companies moving from neighborhoods to the Loop!  One of those success stories is Grub Hub, an Internet site that helps users find restaurants in a certain radius to their location and order online for take-out or delivery.  Started in Chicago, the company has spread to other markets and recently acquired some similar organizations. The article in Crain’s this week about Grub Hub’s headquarters moving from Bucktown to the Burnham Center in the fall.  At more than 250 employees they have outgrown their space in the neighborhood where they started, and know that they will be able to attract talent from a wider labor pool downtown. And what better aspiration to be able to relocate in the heart of a continental class city, for a company that intends to be a national service provider!

While it is healthy to attract newcomers, it is heartwarming to see our market home grow tech businesses that become stable participants in the City’s economy.  Congratulations to Grub Hub and Chicago!

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